Handcrafted in Nashville, TN celebrates the craftsmanship behind Gibson's electric guitars, told across four chapters with new video content and product releases throughout 2026.
Gibson has launched Handcrafted in Nashville, TN, a year-long campaign celebrating the craftsmanship behind its electric guitars, and those who make them. It’s a chance for the company to pull back the curtain on what happens inside its Nashville craftories, where every Gibson electric guitar has been made since 1975.
Catch up on all the latest news here.
The campaign runs across four chapters: Wood, Steel, Heart and Soul.
Chapter one is Wood, focusing on the tonewoods behind iconic body shapes like the Les Paul, SG and ES-335. Steel follows, covering hardware, electronics and original tooling that dates back to the Kalamazoo factory – including the ES laminate press still used to make Gibson’s ES guitars today. Heart puts the spotlight on the craftspeople themselves, and Soul closes things out in early 2027 by following finished guitars into the hands of players around the world.
History is woven throughout the campaign. Gibson still uses equipment from its original Kalamazoo factory, and 3D laser scanning now allows the company to capture the exact characteristics of prized vintage instruments and carry them forward into new builds. Hand-sprayed sunburst finishes and figured maple tops mean every guitar that comes off the line is a little different from the last.
The first video is live now, with new products and stories rolling out chapter by chapter. Gibson is also inviting players to share their own electric guitar stories to be featured as part of the campaign.
Head to Gibson to learn more.
